Campaign details

Advertiser: Reckitt Benckiser
Brand: Mucinex
Agency: McCann Worldgroup
Country: United States

Campaign Summary

Each cold/flu season Mucinex fights to regain the attention and consideration of consumers. But during the peak of the season (February), when people should be thinking about getting sick, national attention shifts to something totally unrelated to sickness—the Super Bowl. This effort used the biggest awareness event of the year in the US, that just happens to coincide with our season, to refocus people on Mucinex. We multiple media channels to create a surround sound effect and insert Mucinex into the national Super Bowl conversation—an event where no one wants to think about sickness—in a meaningful way. We amplified our message with strategic use of media, without participating in the game at all. Instead we used a specific post-game placement and insight to own the day after, naming it Super Sick Monday. In the process we sparked a phenomenon and saw significant gains on all key metrics.

Marketing Context